Paper Type
Complete
Abstract
Most travel bookings now occur through online platforms. Given the current urgency of global climate change, there is a need for such platforms to promote sustainable options. While certain platforms have adopted digital green nudging techniques to encourage sustainable choices, there are increasing calls to ensure that such design approaches ethically respect consumers’ freedom of choice and preferences. To this end, this study examines the practice of transparent digital green nudging. We further examine whether the effectiveness of this approach depends on the platform’s profit model. We test our hypotheses using a web-based experiment with 293 participants. Our results show that nudges are effective in increasing consumers’ propensity to make sustainable choices, that their effectiveness is not diminished when nudges are transparent, and that these effects hold for both for-profit and non-profit platforms.
Paper Number
1115
Recommended Citation
Welt, Dominique; Jongmans, Eline; and Chung, Alexander, "Transparent Digital Green Nudging for Sustainable Choices on eTourism Platforms" (2026). AMCIS 2026 Proceedings. 1.
https://aisel.aisnet.org/amcis2026/sig_globdev/sig_globdev/1
Transparent Digital Green Nudging for Sustainable Choices on eTourism Platforms
Most travel bookings now occur through online platforms. Given the current urgency of global climate change, there is a need for such platforms to promote sustainable options. While certain platforms have adopted digital green nudging techniques to encourage sustainable choices, there are increasing calls to ensure that such design approaches ethically respect consumers’ freedom of choice and preferences. To this end, this study examines the practice of transparent digital green nudging. We further examine whether the effectiveness of this approach depends on the platform’s profit model. We test our hypotheses using a web-based experiment with 293 participants. Our results show that nudges are effective in increasing consumers’ propensity to make sustainable choices, that their effectiveness is not diminished when nudges are transparent, and that these effects hold for both for-profit and non-profit platforms.
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